Promote Nike's Hyper Warm and Hyper Shield products to get runners active during the winter months. As activity amongst runners drop by 20 % during the cold season, we needed to get the word out that Nike's Hyper products are the right weapons to battle against the cold elements of winter.
#WIN AGAINST THE ELEMENTS# A one of a kind application, living on China's twitter, Weibo, pitting runners in China against 4 villainous elements. Cold. Snow. Rain. Dark. Launched through a viral video on Weibo, we challenged runners to take the 4 elements face on. Runners could register, add the 4 villains as friends and then be taunted by them – based on the actual weather in their location, to go out and run. Real time weather displays, location based routes and leader boards and product recommendations based on conditions kept runners motivated during the winter. If they ran against an element, they scored, if they ran against more than one element, they scored big. Finally the campaign culminated in a celebration run at the Shanghai marathon, where runners could celebrate defeating the 4 evil elements.
In only a few weeks, registered runners ran a total of 44 528 km in total. As tracking was done through Nike+ we noticed that our registered runners completed multiple runs, with more than 1 out of 5 runners engaging actively with the campaign throughout. Not bad for a sport which is still hibernating in China. Especially during winter times.